IAB’s Vijay Solanki: “Digital’s ‘Fourth Revolution’ Is Here And, Yes, It Will Take Great Courage”
In this guest post, IAB Australia CEO, Vijay Solanki, says digital transformation of a legacy company is a journey that requires everybody involved to be ultra brave…
Disruption isn’t new. It has been around forever, but the frequency of major disruptions is increasing in step with technology. We are now very well into what has been coined “The Fourth Industrial Revolution” – which was the theme of DAZE 2016 that I spoke at during the week – and it builds upon what we already know and see: Billions of people connected instantly by mobile devices. It brings to disruption a velocity and scale hitherto unknown, and it’s becoming more driven by consumers than business (and therein lies a key difference from past disruption, and an important lesson we will discuss in a second).
None of this should be new to you, but yet it still manages to take so many businesses by surprise. So how do you remain agile and responsive enough to avoided being the disrupted?
Talk to experts and learn from the community
I was lucky to be part of the Philips transformational journey. There’s an innovation event that takes place every September in Berlin, since 1924, called IFA. I presented prototypes and products at IFA between 2012 and 2015. At the end of the day, there was a bar close to the conference centre where I would hang out with peers from Sony to Samsung, and that’s where some valuable conversations were had over a round or two of mojitos. We were all driving digital change in our companies and sharing notes on the key challenges and opportunities: Getting leadership support; building capability; learning from the pure plays and start-ups; and building a software culture.
Celebrate the evangelists
When driving digital transformation through a business you will find some supporters and champions especially if you pitch well, create a compelling story and change the conversation. You have to remember the internal marketing program. Identify the digital champions in your business, engage them, support them and then celebrate them. Those leaders who champion digital change need to be recognized. That exercise will catalyze transformation.
When I worked at Philips it was a $30 billion company focused on health care, lighting and consumer goods. In 2012 four of us created an internal start-up leaving our roles in innovation, design, software and marketing to create Philips Digital Innovation. At the core of the innovation philosophy, it was about meeting the needs of the consumer, as identified by the insight work. It was a reversal of business-as-usual, but to their credit, Philips backed it wholeheartedly.
Create a story and change the conversation
We created a story that took a good – but essentially dumb – product and made it smart. We put the consumer first, examined what they wanted and needed, and then looked for enabling technology that might solve the program.
It’s the Digital Trinity that is essential for surviving the Fourth Revolution: Be led by the consumer, be enabled by tech; and vigorously explore new business models. It’s a simple model. Just because you have the ability to do some great new thing doesn’t mean you should do it. Indeed, it should never (or very rarely) be a tech first proposition. It should always be customer first – and with the insights that can be gained nowadays, there’s no reason not to be.
Use new methodologies
I love a good Hackathon. We ran 30-plus hackathons over three years, each a week long and with a mix of disciplines. As well as deliver prototypes, they became a great training and transformational tool. And we always had evangelists at the end of a hackathon – people who had seen the power of UX, data and software first hand.
The Fourth Revolution will transform business in a much faster and more permanent way than ever before. It’s essential to be agile in development and execution, and to invest in those people and ideas that add real value to the consumer experience, not just those that add value to the balance sheet. The old ways are passing rapidly, and to we need to keep up.
Please login with linkedin to comment
creative directors Daze of Disrutpion reno rumble Richard HerringLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.